It’s 10 years since German fashion label Rich&Royal hit the market. Managing brothers Patrick and Denis Stupp celebrated the anniversary not only with some extra drinks at their booth at Premium trade show last week in Berlin, but also by introducing a new shop-in-shop system offering special birthday conditions for retailers.
Key idea behind the displays that have been developed by architects Blocher Blocher Partners is to offer “high flexibility and easy use so that the shop design can be changed quickly,” explains Patrick Stupp. The running time is 36 months, the minimum size starts at 20 sqm. Together with the installment come a premium re-order service, special end-of-season collection packages and retail training.
The shop system already started with a couple of clients such as Oberpollinger, Breuninger and L&T.
As an additional visual merchandise tool to promote its jeans Rich&Royal presented their so-called ’Denim Table’. Here, retailers can order denim packages of nine denim
styles (three basics, six fashion models) that are displayed on the tables.